An unconventional business book for the rebels and misfits—the Rare Breeds—who don’t fit the traditional mold, offering an approach that’s anything but business as usual.

“Brazen rant!” -- Seth Godin, New York Times bestselling author of This is Marketing and What to Do When It’s Your Turn

In every job you’ve ever had, you’ve been judged, labeled, and made to feel like an outsider. Defiant. Dangerous. Different. A real pain-in-the-ass.The message?

To be successful, you’ve got to fundamentally change.

But what if -- instead of conforming -- you learned how to punch society’s codes in the nose, run like a hooligan through the corridors of entrenched power, and succeed -- not by grinding down your prickly parts, but by going all-in on who you really are?

“A guide for strategic rebellion.” -- Mark Levy, founder of Levy Innovation and creator of Your Big Sexy Idea®

Meet Sunny Bonnell and Ashleigh Hansberger, award-winning global brand consultants, founders of Motto, and authors of Rare Breed: A Guide to Success for the Defiant, Dangerous, and Different. In this book, you’ll come face-to-face with seven controversial virtues that are typically seen as ladder-burning, career-ending personality traits that – convention says -- keep mavericks, oddballs, and visionaries like you from getting along, getting buy-in, and getting ahead.

“A beautiful reminder that you are not alone.” -- Charlamagne Tha God, New York Times bestselling author of Black Privilege

Sunny and Ashleigh provide singular insight into how you can flip the script and turn your so-called “vices” into your virtues, transforming your most “undesirable” flaws into the high-octane fuel of your success. In a world that wants to own you, you’ll finally learn how to own yourself, through embracing all your parts – not just the pretty ones.

College dropouts and social misfits Sunny and Ashleigh provide front-row seats to their own counterintuitive rise from broke-ass outsiders to brand consultants for iconic brands. Success, they show you, is no longer the sole purview of the Harvard MBA graduate. Your ticket to ride resides within the side of you that’s disorderly, independent, and rogue.

Deep down, you’ve always been the kid to point out when the emperor has no clothes. Yet, time and time again you’ve been faced with the consequences of deviating from social expectations. This is a new conversation for a new era.

What would happen if, starting today, you walked away from the sheeple?

What could you build?

Seven Unconventional Virtues: Learn why being Rebellious, Audacious, Obsessed, Hot-Blooded, Weird, Hypnotic, and Emotional are the surprising keys to unlocking your true potential.
Strategic Rebellion: Go from being a “pain-in-the-ass” to a respected visionary by learning when and how to challenge the status quo without burning your career to the ground.
A Mindset Shift for Misfits: Stop trying to grind down your prickly parts. This guide shows you how to turn your so-called “vices” into the high-octane fuel of your success.
From Outsiders to Icons: Get front-row seats to the authors’ own counterintuitive rise from broke college dropouts to sought-after brand consultants for some of the world's biggest companies.